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Report: Google Chromecast Took 35% of 2015 Streaming Media Device Market

9 Mar, 2016 By: Erik Gruenwedel

Google’s $35 Chromecast dongle represented 35% of the global streaming media device market in 2015 — up from 30% in 2014, according to new data from Strategy Analytics. Together with Amazon Fire TV, Apple TV and Roku, the four devices accounted for more than 80% of streaming media device shipments worldwide in 2015.

The report said Apple TV continues to dominate the market with 37 million units shipped since its launch in 2007. Google Chromecast has shipped 27 million units since launching in 2012, followed by industry pioneer Roku at 20 million, and Amazon Fire TV with less than 10 million units shipped.

“Google’s puck-sized Chromecast continues to have broad appeal with consumers who favor its mobile-centric approach to content access and control,” David Watkins, service director at Strategy Analytics, said in a statement.  

Global shipments of connected TV devices, which includes smart TVs, Blu-ray Disc players, video game consoles, totaled 220 million units in 2015 following record shipments of 84 million in the fourth quarter.

Indeed, Smart TVs accounted for 54% of all connected device shipments, reaching 120 million units. Samsung, LG and Sony combined for a 50% share of the Smart TV market, although Chinese brands TCL and Hisense generated their strongest annual shipment growth as they continue to expand beyond their domestic market. TCL and Hisense manufacture branded Roku televisions.

“Ownership of connected TV devices is not restricted to one device over another,” said Chirag Upadhyay, senior research analyst at Strategy Analytics. “Research shows that U.S. broadband homes own an average of 2.3 devices. While some consumers will have a favored method, we find that most households are switching between different devices depending on the user and type of content being consumed.”

About the Author: Erik Gruenwedel

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